Beaphar is a global pet care brand with a wide range of products. When they were looking for an agency to design new packaging, our proposition caught their eye.
We took an extra step forward and tackled more than that: the challenge as a sustainable rebranding, setting Beaphar right on track for the next 10 years.
Repositioning an umbrella brand for fast-moving consumer goods in global and local retail is a major challenge. Packaging was our crucial first touchpoint rolling out our new logo and branding, while reinforcing a consistent brand identity across diverse touchpoints was equally vital.
Our journey started with repositioning the brand, guided by the emotional tagline: ‘Because pets are family too‘. Our first Beaphar feat of arms was a video, set out to connect emotionally with the pet lover audience. Next, our approach reached every aspect of the brand, from packaging to identity and even product strategy.
While creating a consistent and recognisable brand, we also made sure to embrace the warm and emotional positioning of the brand. We updated the logo to make it more contemporary and aligned the design with the brand strategy. The letters were rounded for a softer look, we removed shadows for clarity, enlarged and rounded the logo tablet, and replaced the white with a warmer off-white. The original red colour needed more depth and warmth, so we introduced a gradient representing the three product categories.
While determining 3 product categories: Nutrition, Health, and Care, each category was given its colour code, derived from the new logo colours. We displayed the colour code on the top of the box as a smart brand cue to enhance shelf presence . Also, we gave each category its own design drivers: ‘Health’ has a more pharmaceutical vibe, whilst ‘Care’ and ‘Nutrition’ use more of a ‘fast-moving consumer goods’ code. We introduced a Beaphar custom made dashboard, to position each packaging before we start designing.
With variations in brand shapes, colours, codes, and claim and USP design elements, we provided sufficient product differentiation as well as a strong brand coherence.
In collaboration with Beaphar’s graphics department, we developed detailed brand guidelines covering all aspects of communication: packaging and corporate guidelines, tone of voice, digital advertising, social media and even photography guidelines. We created three core brand visuals for widespread use and set up an image library of unique stock photos. These visuals stayed true to the brand philosophy, putting pets at the forefront with subtle human presence and a consistent colour palette.
Our comprehensive approach went beyond aesthetics, resulting in a strong, distinctive brand that resonates with pet owners. It has since been proven that our branding guidelines can be easily applied across all touchpoints, much to Beaphar’s satisfaction. When explaining to you about one of our favourite brands, our communication hearts are full. We just love brands as much as you love your pet.
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